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Work, Life Balance and MHVille, Monday Morning Manufactured Housing Meeting

November 12th, 2018 No comments

 

WorkLifeBalanceMondayMorningmanufacturedHousingMarketingSalesManagementMeetingDailyBusinessNewsMHProNews

It goes without saying that life is a series of marathons, not just a single sprint.

 

That:

  • first home sale,
  • that first business deal,
  • that first new client,

are important. But once isn’t enough.  Repetition is critical for learning.  Systems that can more routinely produce the desired outcome are important too.  That’s a form of repetition too. How do you keep from burning out, and balance your life for long term sustained success?  We’ll take a brief look at that question via the new-for-you graphic below.

7AreasWorkLifeBalanceSustained21stCenturySuccessZgZiglarLaneJonesFreshTakeContentManufacturedHousingIndustryMHProNews

 

Work Life Balance

The work-life balance is a topic that gurus have talked and written about for years.

What our manufactured housing industry’s history sadly highlights is a trend that other industry’s have endured too.  There has been a long-standing, multi-decade struggle between larger firms attempting to ‘rig the system’ against smaller operations and the masses of Americans of all backgrounds.  They’ve done that by misusing politics, media, foundations, and other resources.

That’s not to say that everyone in those sphere’s are evil or corrupt, that would be as untrue as those who want to ignore the obvious reality that there is a level of corruption or “rigging of the system.”

What’s the solution?  Part of it is education, and a good work-life balance.

 

The Difference Between Free Enterprise and Crony Capitalism

Stop and think for a few moments. Why is it that some of the richest people in America claim to support candidates who often openly support socialism?

The idea of ‘free stuff’ is tempting to millions who have not learned the lessons once taught in junior high school.  “There is no such thing as a free lunch,” or TANSTAFL.

If socialism worked, North Korea wouldn’t have a basket case economy next to that of South Korea.

If socialism worked, the old USSR wouldn’t have fallen.

Warren Buffett and several of his peers know the value of history quite well. The free enterprise system helped make the wealthy, but they’ve also arguably abused the free enterprise system to get an edge over other smaller companies.

 

How is That Unfair Advantage Unwound?

The answer in part is educational, but it includes the proper work-life balance.  Some get nervous about talking about spiritual, faith-based or political matters.  Why?  It wasn’t that long ago that it was a common topic. Why was it turned by those who pull-the-strings behind the scenes into something that was “politically incorrect?”

The work life-balance wheel posted in this tip can be download, and posted in frame in your office.  There may not be another quite like it.

Every business needs a short, medium, and long-term strategy. For example, if political, civics and historic understanding is a once every 2- or 4-years brief event, then expect those who make it part of their long term strategy to gain an advantage.

As a business person or professional, you have to make your monthly overhead. That’s short term.  Miss that overhead often enough, and you’ll be out of business or bankrupt.

This week, several new reports will be mixed in with other news items that will underscore the need for a sustained, short-medium and long-term work-life balance.  Get a jump on it.  Your sustained success depends upon it.

BTW, if you look at the first ‘related report,’ linked below, and scan our headlines, you may notice something.  Virtually every week offers some level of ‘work life balance’ in our reports according to the principles spotlighted shown above.

That’s MH “Industry News, Tips, and Views that Pros Can Use,” © where “We Provide, You Decide.” © ## (News, Commentary, and analysis. – Notice, the right to share this unedited, with a link back and proper credit, is hereby granted).

(See Related Reports, further below. Third-party images and content are provided under fair use guidelines.)

LATonyKovachGoodBipartisanshipShouldalwaysBepredicatedBenefitallhonestindustrymembersnotslectfewquoteBy L.A. “Tony” Kovach – for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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Related References:

“Rent is Too Damn High,” But Why? MHVille Struggles & Solutions

 

“Fixing Our Industry’s Terrible” Public Relations, a Proven Strategy

 

 

MH Sales, Marketing, Management Life Lesson – Plan A, Plan B

November 5th, 2018 No comments

 

MHSalesMarkjetingManagementLifeLessonPlanAPlanBManufacturedHousingIndustryDailyBusinessNewsMHProNews

Imagine the following, because the odds are good that it has already happened to you and your business.

 

Let’s presume for the next few minutes that you are an ethical person, working in an honest business.

Based on that, do you have to have a perfect product or service in order to sell it?

Of course not. If perfection was the standard, there would be NO business. “Excellence” was Apple founder Steve Jobs’ standard.

Coach Lou Holtz standard was doing good, following the principles of the millennia-ageless “golden rule.”

We tell professionals in columns and our clients “don’t over promise, don’t under deliver.”

We did and do that in our MH businesses.

We do that in our publishing work too. Our website isn’t perfect, this writer isn’t perfect, but thousands of manufactured and factory-built housing professionals like yourself will logon today to see something good enough to read, consider, and perhaps do themselves. By the way, thank you, and know that serving you and thousands of others is a responsibility we don’t take lightly.

Back to the headline point, the life lesson that impacts your business or professional routinely. What if someone smeared you personally, and/or smeared your operation.  What would you do?

Before answering the question, let’s clarify the topic.

What is or isn’t “a smear?

The dictionary says that “smear” in this context means: “damage the reputation of [someone, some organization] by false accusations; slander.”

So, a smear is a false accusation, designed to disparage someone or some operation’s reputation.

There are some who confuse a true or evidenced based concern with a smear.  But spotlighting a legitimate issue isn’t a smear at all. A smear is a lie designed to make you or your organization look bad.  If something isn’t a lie, it isn’t a smear.

That clarified, based upon our experiences in MHVille, smears happen routinely. They happen to us, they happen to others.

Before we get into specific smears, let’s make a brief, but related point.  In a very real sense, Manufactured Housing as an industry has been smeared.

So as a professional or business, there must be a strategy to deal with the reality of smears.

I’m writing this on an iPad. That iPad or my iPhone does automatic word completion. It’s a useful feature.  Odds are good you have a smart phone with a similar feature.  Have you ever had an automatic word turn out to be the wrong word? Or have you thought you typed one thing, and autocompletion or autocorrection was wrong?

It happens all the time, right?

It is an example of a good product, that isn’t perfect product. Yet millions of smart phones of all brands have a similar feature.

You have a manufactured home for sale. It isn’t perfect. It’s not the Taj Mahal. But it doesn’t have to be perfect! It only has to do the job it is supposed to do. I’ve personally sold as many as 15 homes in a month – closed, delivered, and funded – with double digits in the month before and after.  This isn’t theory.  We talk facts, experience, and reality here.

The point is simple yet profoundly important to you, your business or location(s).

 

Solution to Smears?

So long as you don’t over promise, or under deliver, part of the solution to smears are the following:

  • You have to continue to be who you authentically are, honest, responsible, delivering on every promise. Just HONESTLY showing up, day after day, doing the right work with the right words, will over time prove to discerning people that the smear isn’t true.
  • One has to be willing to defend the truth. That’s the truth of our industry, and the truth about you, your firm, your product or service. If your firm is a client of our business development services division, you already know how we do that, successfully. If you want coaching on this and you are the boss, send that message, or pick up that phone and call the number below. If you’re not the boss, then talk to your boss, or send that person this article.
  • The Truth Well Told is Powerful, and NECESSARY. The truth well told is HUGE in debunking a smear.

We’ve paid attention to some companies and associations that have spent sometimes large sums of money with others (and I’m not knocking the others).  A year goes by.  Two years.  What actually changed for those firms or states? If there was only modest growth, was that growth any different than the growth rate of the industry at large?

ManufacturedHomeMHShipments1990-2017DailybusinessNewsManufacturedHousingMHProNews600

We show charts like the one above for good reasons. Thousands of manufactured home industry professionals have not experienced shipment levels 3, 4, or 5 or more times greater than they are today.

 

A Very Public Example of Beating The Smear

Closing on a very public example, which may sound political, but is in fact an amazingly powerful public example of the smear. Why is President Donald J. Trump controversial?  He’s accused of all sorts of things.  Where is the evidence, beyond the smear?  The Mueller probe has gone mostly quiet.  Many of the attorneys who worked for special counsel Robert Mueller have left.  Everything has leaked out or was made public.

If there was a case against the 45th president, the whole world would know it.  Instead, there is this drum beat of racist, and other slurs – the smear – even though there were no such allegations about this same man before he started to run for the White House.  This president is an amazing example of how to deal with the smear.

  • Book after book came out that tried to paint the president as the devil’s own brother.
  • Third-party research shows that 92 percent of mainstream media coverage of the president is negative.
  • Yet, at this point in his presidency, after years of “the smear,” the president’s approval rating is higher than President Barack Obama at this same point in the two’s presidencies. Yet, former President Obama had an often fawning media.

The point? How did President Trump accomplish what he has, in the face of an onslaught of attacks and smears?

  1. A) POTUS Trump pushes back. He often points out the hypocrisy of the allegations, or shows how they contradict the facts.
  2. B) POTUS Trump rallies and communicates with his base. He tweets. He holds rallies. He is communicating daily to his supporters, and his support has grown. 
  3. C) POTUS Trump educates. Have you watched more than one of his rallies?  Have you watched one from start to finish, not just the 30 or 60 second sound bite on the evening news? The president is informing his base.  He is telling them what he promised, and what they’ve done. He uses facts and figures. Sure, he tries to make it entertaining and engaging. Millions love it.

If you hate, love or are somewhere in the middle on the president, you’re getting a life lesson that is absolutely priceless. Pushback against the smear, and showing up and doing your job well are huge.

By this time Wednesday, the odds are excellent that the results of the midterms will be known. But you and we have to get up and go back to work, regardless of the outcome. Whatever the outcome, President Trump will go back to work too.  Ditto folks like you or we too.

One of the president’s slogans is so smart. “Promises Made, Promises Kept.” That works in business. It works in business and life too.

How do you beat the smear?

Frankly, some may never believe the truth. Some will accept the smear.

But if you do the right things, in the right ways, over time, it can be used to benefit you and your business. It’s not easy, but it is doable.  The most obvious example is the 45th President.

Finally, you have to think long-term.  You have to plan your career and your location(s) like you are going to do this, and only this, for the next several decades.  Long-term thinking and “promises made, promises kept” has huge long-term benefits.

That’s our Monday morning sales, marketing, management tip. That’s “Industry News, Tips, and Views Pros Can Use.” © where “We Provide, You Decide.” ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

(See Related Reports, further below. Third-party images and content are provided under fair use guidelines.)

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By L.A. “Tony” Kovach – for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

Sign Up Today!EmailedMHProNewsHeadlineNewsDailyBusinessNews

Click here to sign up in 5 seconds for the manufactured home industry’s leading – and still growing – emailed headline news updates.

 

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Time, talent, treasure. Put your money, as we do, where your mouth is. Need professional services? Please consider calling us. Nobody does it better in MHVille, no one. Click here to learn more.

Related References:

Proper Planning, Manufactured Housing, Marketing and Sales, Monday Morning Meeting

 

Sustainable Success. Your Best MH Investment? Monday Morning Manufactured Housing Sales and Marketing Meeting

 

 

 

 

“The Creepy Line” Video DocuDrama, Manufactured Housing – The Problem, Solution, and You

October 18th, 2018 Comments off

 

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If MHProNews is writing about it, I want to know about it.”
Manufactured home industry executive reader.

 

Manufactured housing professionals use Google and Facebook for work and personally every day by the thousands.

Further, millions of manufactured home residents are doing the same.

Perhaps the most pressing, there is only one political force that is likely to take on this problem with anything might approach a solution.  These points are the ones that no one else in mainstream media are likely to mention, but will be the conclusion of this report on the subject of the raw power that Google and Facebook exercise in the U.S. and globally.

An eye-opening documentary, The Creepy Line reveals the stunning degree to which society is manipulated by Google and Facebook and blows the lid off the remarkably subtle – hence powerful – manner in which they do it,” per the summary/review on Rotten Tomatoes.

As former Google CEO Eric Schmidt said during a 2010 interview as he explained Google’s code of conduct: “The Google policy on a lot of things is to get right up to the creepy line and not cross it.”

However, as Dr. Robert Epstein explains in the film, “Google crosses the creepy line every day.”

The Verge’s review makes the movie sound too political.

 

But Epstein explains during the video that he believed the person in the 2016 election that was benefiting from search engine bias was the more “qualified” candidate. Epstein explains how he was drawn into his research into the “Creepy Line” by inexplicable action taken by Google.

RobertEPsteinManufacturedHousingIndustryDailyBusinessNewsMHProNews

Further the Verge made several salient points. “It [the video] takes its title from Google executive Eric Schmidt, who said in 2010 that Google’s job was to “get right up to the creepy line and not cross it.” Schmidt has gotten no end of flack for that quote, and it’s easy to point out that Google is, in fact, often very creepy.”

The Verge’s review says, that “This theory [the premise of the documentary “the Creepy Line”] has been fueled by news about political discussions within companies — like Google’s internal controversy over employee James Damore, who was fired after circulating a memo criticizing the company’s gender diversity efforts. Breitbart recently published a leaked video from a Google meeting just after the 2016 election of Donald Trump, which includes co-founder Sergey Brin calling Trump’s presidency “deeply offensive.”

It’s the Verge that points out the push from across Democratic and Republican party lines for antitrust action against Google and Facebook.

CNS lays out one of several reasons how these experts discovered the problem, in a personal way. “Jordan Peterson,” a “professor of psychology at the University of Toronto, Peterson discovered a day after his testimony against a controversial Canadian law suppressing free speech regarding gender that his YouTube account and Google gmail account had been blocked.”

 

Manufactured Home Industry Pros and Rigged Searches – A.K.A. “Search Bias”

This isn’t just a search challenge in political issues, because it can happen in business too.  There are industry pros who have told MHProNews that sites that once had better search results suddenly and dramatically took a turn for the worse.

 

 

If a monopoly of money and information can influence politics, it can clearly influence businesses too.

 

 

DannyGloverQuoteItsNotOnlyAMonopolyOfWealthItsAmonopolyofInformationasWellDailyBusinessNewsMHproNEws

Danny Glover quote from the fascinating video documentary, Shadows of Liberty, posted on the linked page above.

 

“Shadows of Liberty” Movie Introduction, Affordable Housing, and You

The fast-paced, engaging docu-drama “The Creepy Line” points out that at one point in time, no one spends more lobbying Congress than Google. Other sources indicate that Facebook is not far behind. But on this most recent cycle, Jeff Bezos has given millions personally to candidates.  Is there any doubt that he’s trying to buy votes to prevent antitrust action against Amazon and his other investments, which now include factory built housing?

 

$300 Billion Market, As Predicted, Jeff Bezos’ Amazon Alexa Fund Dives Deeper into PreFab Homes

 

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“…Epstein’s arguments are delivered in detail by a first-hand source,” but the Verge points out that other headlines and a variety of sources are used throughout the powerful documentary that even Rotten Tomatoes says is “eye opening.”  The Verge defends Google by saying that yes, they are biased, but that bias “is complicated.”

This is at the heart of the issue that we’ve been reporting on periodically for some time, which has included the work of Scott Galloway, who argues that regulation isn’t enough.  He and others believe that these tech giants must be broken up.

If you watch this on Amazon Prime, you’ll see why the Trump Administration is signaling that operations like these could be targeted with antitrust action after the midterms.  You can see a draft executive order on antitrust from the Trump Administration in the related reports further below.  That’s “News through the lens of manufactured homes, and factory-built housing,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

(Related Reports are further below. Third-party images and content are provided under fair use guidelines.)

 

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Related Reports:

Brad Says POTUS Trump is Right: More than Facebook & Twitter, Google Threatens Democracy, Online Freedom

NY Stern University’s Scott Galloway on Facebook Founder Mark Zuckerberg’s Capitol Hill Hearings

 

Morgan Stanley, CNBC – Investors Want GOP Wave but Ponder Split Control of Congress, Plus MH Market Updates

For Independents, Independent-Minded MH Professionals, and Freedom-Loving Investors Only, Sunday Headline News Recap 10-7 to 10.14.2018

Manufactured Housing Institute (MHI) PAC Supports Former Hillary Clinton VP, Senator Tim Kaine, Other Anti-Trump Agenda Democrats

 

Celebrating Manufactured Housing! Protect, Educate, Promote, and “the Ground Floor”

October 15th, 2018 Comments off

 

CelebratingManufacturedHousingProtectEducatePromoteTheGroundFloorDailyBusinessNewsMHProNEws

When you or others know the truth, and act upon it, then the truth will set people free.

 

There are principles and ideals that are timeless.  The above is a paraphrase of such a principle.  What follows are also tried and true principles that when applied, can be a cause for celebration today and for years to come.

We’ve all seen articles, heard radio or watched reports on television that ‘if you had invested in company X when it first started, here is what it would be worth today.’  That’s referred to as ‘the ground floor’ opportunity.

Of course, people don’t know when something is

  • the leading edge,
  • the bleeding edge,
  • or the next big .com flop.

So, some get in on the ground floor, while others don’t.  That’s life.

Here’s a real world example of X. Amazon. Per Investopedia on Oct 10, 2018: “When Amazon first went public in 1997, its stock was priced at just $18 per share.

From that modest beginning, the online retail giant has seen its stock skyrocket, despite a rocky period during the dot-com crash. The company’s shares hit a new high of $2,050.50 a share on Sept 4, 2018, before dipping to $1,870.32 on Oct. 10.

If you had invested just $100 in Amazon’s IPO, you would have received 5 shares. What is beyond impressive is that investment would have been worth nearly $120,762 at the Aug. 31, 2018, close price of $2012.71/sh. That would yield an increase of more than 120,000% on the initial $100 investment.”

Those are impressive numbers.  But among the challenges with that kind of investment is the lack of control.  When you own your own company, and/or when you are selling for a company that rewards performance, there is a much higher degree of control over how something performs.

That’s motivation.

  • When Lawrence Yun, the Chief Economist for the National Association of Realtors says that the nation needs 8.3 million housing units, and that builders alone can close that gap, that spells opportunity.  That’s a cause for celebration.
  • This year, manufactured housing will only produce roughly 105,000 (+/-) shipments. Compare that to 20 years ago, when this industry achieved 372,000 + shipments.  The RV business grew significantly since that date, why not manufactured housing?  RVs are often a ‘luxury’ item, homes are a necessity of life.

Retailer Alan Amy said on camera that manufactured homes are the future of housing.  That’s why the billionaires are buying it up as much as they can.

 

If manufactured housing went to ten times its current sales level, it would be shipping about 1,000,000 new homes a year. Sound impossible? Even at that pace, it would take 8.3 years to fill all of the needs that Yun has said exist.  Don’t forget, the population will continue to grow too.

That sounds suspiciously like a ground floor opportunity, doesn’t it?  Only there is a twist.

This opportunity is a proven one.

What are the hurdles or road blocks?

We won’t go through every detail, there isn’t time.  But we will sum it up with three words.  Protect, Educate and Promote (PEP).  Inside and outside of our industry, those same 3 letters apply.  One must PEP inside MHVille, and PEP outside too.

 

PEPProtectEducatePromoteUnlockingMindsKeyToAdvancementMHProNews

 

PEP, Me and Thee

At a meeting of industry professionals, this writer used those words “Protect, Educate, Promote,” and people in the room lit up. I’ve never heard it put that way,’ said one corporate leader. ‘That’s a program that makes sense.’

Keep it simple, smarty. KISS.

It is my goal to give credit where it is due. That PEP came from a state association executive. He demurred when we offered to give him credit, saying its standard association thinking.

It may be standard for him, but it isn’t as clear to many others in MHVille.

Trade media like MHProNews is not a trade association. But we do similar things. Ideally, trade media is working in collaboration with trade associations and companies of all sizes to get the right words out at the right time. PEP.

The right words, properly and timely presentation are what education is all about.

  • Take the right words, and they will protect your operation.
  • Use the right words, and they will promote your operation.
  • PEP.  The right words, the right way, at the right time.
  • Then, keep repeating.

 

Celebration!

MHProNews is celebrating today the completion of its 9th year of MH trade publishing. Put differently, we are beginning our tenth year of serving manufactured home – and other factory-built housing professionals – in this fashion.

Many forget, or didn’t realize, that publishing is just part of what we do, because we offer business development services like marketing, sales coaching, recruiting, speaking that inspires people to do their best, videos, consulting, PR, content creation, and much, much more that all spells profitable business development.

But years before we began this trade media adventure, this writer was already doing business development and contract services for MH:

  • Retailers,
  • Communities,
  • Financial Services firms,
  • Factory builders,
  • Investors, and
  • Other service providers involved in manufactured housing.

 

Time, Talent, Treasure, and Vision 

When we launched this trade publication, the industry was down to two other privately owned operations that either blogged or printed items for industry professionals.

One of those two has since closed, and along with others, we tipped our hat publicly to Jim Visser. He left on his own terms. He could have sold the Journal, had numerous offers, but turned them all down. Jim had built a certain legacy. His legacy is thus intact.

The other is a monthly letter and a blog that’s often, but not always, weekly. There’s been another monthly blog too, by another duo.

After we had been publishing several years, others have jumped in, especially in the last few years.  If we can do it, they reasoned, they can too.  That’s fine.  But as their leaders have said privately, they don’t try to compete with MHProNews.  They try to cheerlead for specific causes, which is their right. We respect their rights.

But we have more visitors in a single day than others may have readers all month – or in three months. That claim is based upon third party data.  We way out perform the competition.

As one competitor put it to me privately, ‘Tony, thousands of manufactured housing pros talk in bars and restaurants about industry topics like monopoly that you alone publish.’

From a competitor, that’s a compliment.  But we don’t publish things simply to be sensationalistic.  We publish it because only the truth, followed by the correct action, will set people free.

 

Serious Research, Plus Genuine News with Analysis Equals Being #1 in MHVille 

That success formula is one that you could be doing in your market(s) too. We’ve done it with others, why not you?

When you make the case with PEP properly, then growth occurs. It’s not passive, its active.  It takes some change, but its smart change in a ground floor opportunity.  Manufactured housing done right.

Some want to do that on their own, and that’s fine.  But others realize that they are writing a check to – and/or investing their time – Google, Facebook, and other media.  They get a result.  They are in a habit, as one manufactured housing marketer frankly told me.

AllTruthPassesThrough3stagesFirstRidiculed2ndViolentlyOpposed3rdAcceptedAsSelfEvidentManufacturedHousingIndustryDailyBuinessNewsMHProNews

We have been, are, and will continue to be different.  Because feel good, cheerleading DOES NOT set people free. If cheerleading was the answer, then our industry would collectively be at a half-million or more sales a year.  Nor is it isn’t a mere cold recitation of the facts that moves minds and hearts.

People have to be met where they are, and then they have to be convinced.  That’s a process.  Processes are part of how companies like Amazon became fabulously successful.  Its a process of engagement.  That process requires good service. Happy customers. That’s training, motivation, and information combined.

The truth well told sets people free to buy what they at some level want to try. They want a home.

  • There are millions curious enough about what they may call a ‘mobile’ or manufactured home to be doing millions of internet searches every year.
  • But only a few are buying.
  • That’s opportunity in disguise.  That’s better than a ground floor, because this industry is proven.

When some 17 million cars are sold in a single year in the U.S., that tells you the potential of the automotive industry.

When RVs outsell MH by 5 to 1 today, but 20 years ago, MH outsold RVs by 3 to 2, that tells you how far MH has fallen behind.  But that spells opportunity in disguise.

We know from field experiences how to unlock those opportunities at the local market level.  We’ve been doing it for years.

Celebrate with us today, as we head into our 10th year of serving the manufactured and modular housing industry .  We take on the tough challenges, and thank the Lord, we are not only standing, but growing. Come grow with us.

My sincere thanks to all of those who have been sending messages via LinkedIn and/or in other ways for helping us celebrate our 9th anniversary of publishing what we’ve called for years, MHProNews.

But keep in mind that the original name was MHMarketingSalesManagement.com.  Those are elements of success, like PEP.

Success is routinely collaborative.  Together with our clients, sponsors and those who see the value of the truth well told, the best is yet to come.

Because the numbers tell us that we are on a very special ground floor.

MH “Industry News, Tips and Views That Pros Can Use© is more than a slogan. You are either standing still, going backward, or moving ahead.  “We Provide, You Decide.” © ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

(See Related Reports, further below. Third-party images and content are provided under fair use guidelines.)

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By L.A. “Tony” Kovach – for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

Sign Up Today!EmailedMHProNewsHeadlineNewsDailyBusinessNews

Click here to sign up in 5 seconds for the manufactured home industry’s leading – and still growing – emailed headline news updates.

 

InvestInYourselfAndInYourBizManufacturedHousingIndustryDailyBusinessNewsMHProNews

Time, talent, treasure. Put your money, as we do, where your mouth is. Need professional services? Please consider calling us. Nobody does it better in MHVille, no one. Click here to learn more.

Related References:

 

Attracting and Retaining Sales Talent – Evidence and Data-Driven Potential in Manufactured Housing

Proper Planning, Manufactured Housing, Marketing and Sales, Monday Morning Meeting

 

“Family Owned,” a Formula for Outperforming “Big Boys,” Monday Morning MH Marketing Sales Meeting

 

Sustainable Success. Your Best MH Investment? Monday Morning Manufactured Housing Sales and Marketing Meeting

 

Becoming a Standout Performer, Monday Morning Sales, Marketing Meeting

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Is Your Operation a David vs. a Goliath? 4 Keys to Success, Monday Morning Manufactured Housing Marketing and Sales Meeting

June 18th, 2018 Comments off
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The marketplace can get serious. What do you do?

Is your manufactured housing location or operation a small – or even tiny – David fighting a metaphorical Goliath?

 

The featured image above cuts to the chase of the ancient Biblical drama of David and Goliath. Let’s just say that despite the difference in size, plus long odds, David wins.

We don’t advocate beheading a competitor, even if that other firm has a bullseye aimed at you.

That said, most of the businesses in this industry are smaller businesses ‘battling’ in the marketplace against much larger operations. What to do?

 

How is Sustainable Success Achieved?

There are several questions that every owner, manager or investor ought to be asking themselves on a regular basis.

What are the factors that allow a small firm to outperform, or at least level the planting field, against a giant?  Let’s review some of the elements of success selling against a bigger company.

1) Outmaneuver them. Smaller firms can be more nimble. Why not learn something new that allows you to tap a market they are missing?

2) Be more motivated. I’ve personally spent most of my 25+ year manufactured home (MH) career doing what others thought couldn’t be done. That includes working with smaller firms in a given market competing against larger ones. Working with clients, we routinely dramatically raised sales, often outperforming the local giant’s location. If others can do it successfully, that means you can too.

3) Be better informed. First, let me stress that in under a week, we can take a newcomer to Manufactured Housing, and have them outselling many an MH industry veteran. BTW, being informed doesn’t mean you have to know everything to sell something. It is how you use what you know that can set your career and performance apart. Learn the basics, the fundamentals for success, and build on that from now on. I’ve seen MH industry sales veterans bore a buyer to death, and lose a sale they could have made. Use what you know with precision. Which brings us to the next point.

4) Don’t overkill.  A skilled surgeon may use a laser to make a very precise, and tiny cut. Precise use of the right – even limited – information, can yield success. By the way, a veteran who is open to learning new ways still has the advantage over a newbie.  Both the newcomer, and the veteran have potential advantages. Each has obvious shortfalls.

The foundation of all success are the use of good, proven, basic and honest principles. No one sells everyone. When the correct principles are put properly to work, they yield the desired outcome a good percentage of the time.

For example. If you are currently closing 1 in 25, and you raised that closing ratio to 2, 3 or 4 out of 25, you have the jet fuel needed for sustained success.

The bonus for today is point #5.  The right marketing and sales plan, plus honorable discipline.  The other guys must not be doing this, or they’d be selling up a storm, with loads of happy customers.

BridgeHaveYourSalesTeamLearnHowToAttractAndSellMoreCashBuyersWellQUalifiedHomeShoppersDailyBusinessNewsMHProNews

Got a budget? Click here or the image above to learn more.

Can you outperform, or at least level the playing field against Goliath? In Wisconsin, those who know would give a one-word answer.

Youbetcha. ## (Coaching tips, marketing, sales, management, commentary, and analysis.)

(Third party images, and content are provided under fair use guidelines.)

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FactoryBuiltCarsClothingAppliancesElectronicsCellsSmartPhonesHomesItJustFollowsLATonyKovachC2017MHproNewsBy L.A. “Tony” Kovach – Masthead commentary, for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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Is it Better to Be Candid, or a Kiss-Up? Monday Morning Manufactured Housing Sales, Marketing Meeting

May 14th, 2018 Comments off

CandidOrKissUpMondayMorningManufacturedHousingSalesMarketingMeeting

Sales professionals and leasing agents in manufactured housing get faced with a daily choice.

 

It could be phrased like this.

Is it better to be a ‘Kiss Up,’ or ‘Candid? ‘

To be sure, someone can be both honest and polite.

But to allow someone to believe something that isn’t true, when you have the opportunity to clear an issue up, is a disservice to guests, clients, colleagues – and in time – it can impact your company’s reputation.

In real world sales scenarios from border to border, I’ve sadly witnessed some manufactured home pros who were not candid when they needed to be.

I’ve also seen sales pros that were not motivated enough.

Coach Lou Holtz did amazing things during his career. Here are some rules he believed in.

 

DoRIghtDoYourBestTreatOthersLikeYouWantToBeTreatedTrustYouCommittedDoYouCareLouHoltz-MastheadMHProNews

There can seem to be a short term cost to honesty at times. But a reputation for candor builds trust. Trust can be a critical foundation for a career or a business.

For those who may be tempted to believe that there is a conflict between ethics and success, don’t let Hollywood or anyone else fool you.

TheTimeIsALwaysRightToDoWhatisRightDrMartinLutherKingJrDailBusi8nessNewsMHProNEws

Spot on.

Moral principles in business – and in life – matter.

If you can tell it like it is, politely, do so.  But there are times that one has to be blunt, in order to convey a fact to a prospect or team member that could harm others if it isn’t known in a timely manner.  Enough said on this for today. ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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Related References:

Style or Substance? Lesson from Most Hated in America – Monday Morning Manufactured Home Sales, Marketing Meeting

What are the FACTS about Manufactured Housing Industry Traffic vs. Real Estate? MHVillage, MHProNews, Manufactured Housing Institute Data

 

 

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Time, talent, treasure. Why not put your money, as we do, where your mouth is?

 

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Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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Click here to sign up in 5 seconds for the manufactured home industry’s leading – and still growing – emailed headline news updates.

 

The Apprentice – Proper Understanding, Planning, and Execution – Monday Morning Manufactured Home Marketing and Sales Meeting

April 30th, 2018 Comments off
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Do you want the welder with one class worth of experience, or do you want the welder trained under and expert, and who’s been an apprentice for several months, or a year?  Doesn’t more training produce better work and results?

Let’s summarize what clear data (facts), Frank Rolfe, and MHVillage’s Darren Krolewski statements should be informing all manufactured housing professionals, owners and investors.

 

Modern manufactured homes are widely misunderstood. If this weren’t true, you’d be selling many times more manufactured homes at your location(s) than is currently true.

That summary is an important element to understanding how to grow sales in your local market. For the details per Frank, Darren and the relevant data, click here.

Because the problem – ignorance, prejudice, bias, NIMBY, and misunderstanding are well known – the highly profitable solution becomes clear. It’s simple, yet profound.

The solution is market-based, local-level educational efforts. 

Education must be on two levels. Professional education, plus the education of the public including  opinion influencers. 

Well qualified home buyers, which routinely describes those buying conventional housing, shop for weeks or months (sometimes, years) before making a decision.  They may only call, message, or come out to look after they’ve been doing their homework online or doing drive-by-looks for weeks or months. That means your online strategy must account for that reality. 

For the personal engagement with consumers, if you handle them professionally, they may make what seems to be rapid decision. But remember – in fact, they’ve been shopping for quite some time.  If they come to you, that often means you have to screw up to not sell them. 

So don’t screw up.

Every location that wants to grow sustainably needs one or more apprentices. 

The investment in the correct online, video, and sales coaching/training is tiny compared to the ROI.  It’s common sense.  It’s honorable and ethical, and thus sustainable. Once understood, its less stress than many current sales models. To learn more, click or call.  To see the relevant data and comments from Frank, and Darren, click the link below. ## (Marketing, research, educational, data, analysis and commentary.) 

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Related Reports:

RVHorizon/MHP Funds Investing/Mobile Home Univ Communities Leader, Frank Rolfe’s Hidden Gem

 

 

FactoryBuiltCarsClothingAppliancesElectronicsCellsSmartPhonesHomesItJustFollowsLATonyKovachC2017MHproNewsBy L.A. “Tony” Kovach – Masthead commentary, for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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Doing Third Party Correctly and Profitably, Monday Morning Manufactured Housing Sales Meeting

April 23rd, 2018 Comments off

DoingThirdPartyCorrectlyProfitablyManufacturedHousingIndustryDailyBusinessNewsMHProNews550x310

A manufactured home industry marketer for a well-known firm made a number of interesting admissions the other day.  We’ll touch on that later below.  But first, let’s start with the principles, and then move to the details.  Keep in mind that we not only raise important issues for manufactured housing, but also like to point to potential solutions when we do. 

  

 TheFirstStepInSolvingAProblemIsToRecognizethatItDoesExistZigZiglarDailyBusinessNewsMHProNews

Just the FACT$

News can help make or harm your business or location. That’s true for most any industry, but we’d argue its particularly true for manufactured homes, for reasons we won’t go into today. Almost anyone who has been in the manufactured housing industry for a year or more can tell you what you likely know yourself.

News can help or harm almost any business.

 FacebookStockWoesBadNewsManufacturedHousingIndustryMondayMorningMarkettingSalesMeetingDailyBusinessNewsMHProNews563x523

You can love the news, hate it, or be “meh” about some news item. But “News” has been thoroughly woven into the fabric of American – and most industrialized – societies.

So as you read this today, use TWO HATS. The first, is your marketing hat, and the second is your consumer of news hat.  This article, like so many others on the Daily Business News is for THINKERS who want to do more, profit more, and sell more – instead of whine more.

 

News and Marketing Hats

News done properly is absolutely essential for the advancement of our industry, and it can be highly important to almost any sized company, organization, or location in manufactured housing.  When bad news hits even a giant company like Facebook, and sends its stocks dropping by billions of dollars in lost value, what do you think that means for a relatively small industry like manufactured homes? 

Odds are good, the industry’s thinkers get it.

AnnParmanVPManufacturedHousingInstituteMHILogoLATonyKovachMobileManufacturedHomeLivingNewsMHProNews800

If you are wise, you want as much positive media as you can get.

But if you have a strong, keen mind, you know that even ‘negative news’ can – properly handled, or with the right “spin” – can at times be turned into something that’s at least useful – and surprise! – at other times, profitable.

Before diving into how you can engage your targets audience via “News” to significantly grow your business, let’s first draw an important distinction. 

 

Blogging vs. News

There are some bloggers and operations who claim the mantle of ‘news’ in our industry.

But upon closer examination, what they routinely do is some form of dressed-up marketing. We’re not criticizing them, just saying “it is what it is.” When third parties to our industry see those blogs, sites, or newsletters, they mentally label them for what they are. They are NOT seen as news by most savvy media, or by savvy housing shoppers, and others researching our industry. 

For years, and for a variety of reasons, we tackled stories on the Daily Business News that include bad news too, not just good news.  Rah-rah will only go so far.

Our doing a balance of news enhances credibility. and it also provides a ‘morality tale’ for those who might be tempted to do wrong. Not many want to be spotlighted with bad news, right?  You don’t have to read the linked article below, but it gives you an idea of what we are talking about here, one example of many over the years.

“Jail Him!” NPR’s “Mobile Home Park Owners Can Spoil An Affordable American Dream” Refuted

Against that backdrop, as an MHI member organization executive said during the Louisville Show, “Tony, yours is the only real game in town.” 

What that industry veteran was talking about was news.

Again, not slamming the others, but that wasn’t a throw away line or being polite by that one executive. Here’s proof. At Louisville and Tunica, the very attractive magazines printed up drew almost no pickups by attendees. Why? We’ve not done a survey, but it doesn’t take a rocket scientist to see that industry readers don’t find it to be must-reading. If it’s marketing, and someone wants to be sold something, then you pick one up.  By contrast, even those that don’t always like what we report or comment on, are reading here routinely.

MHInsiderManufacturedHousingINdustryDailyBusinessNewsMHProNews

This example is not meant to exclude others who blog, etc. that have precisely the same response from most industry readers. Nor is this example meant as anything other than, ‘it is what it is.” The photos don’t lie.

If MH Industry readers aren’t moved by this kind of content, why would anyone else be?

An MHI member exec wrote to say the following, “It is pioneers like you, Tony, that change our tired image…Pioneers are the ones with the arrows in their back.”

By contrast to the rah-rah-writers, in a digital era the all digital MHProNews and MHLivingNews have dominated for years. There are over a thousand LinkedIn recommendations and endorsements yours truly has been given, over 99% of them unrequested.  Those I did ask for one from a client, they gave us a glowing one, in writing.  By the way, kind words to me are a reflection on the team, and those clients who work with us.  I’m the front guy, the face, but it takes a team to make this work. So those kind words reflect on all – clients included – who’ve made this possible.

 

LATonyKovachPresenting%StateConvDeadwoodSDKenCorbinCommentManufacturedHousingIndustryEventDailyBusinessNewsMHProNews

L. A. “Tony” Kovach doing a presentation in a packed room of industry professionals.  The presentation was widely praised, as is our marketing and sales training and coaching.

Arguably, no one knows the industry better in media than MHLivingNews and MHProNews.

There are deep pockets folks who will prop up some of those other pubs and glossy magazines. Fine, it’s a free country. But they don’t usually show up in searches, and if they do, they are quickly seen for being what they are. They are often seen as thinly veiled marketing.

 AffordableHousingFocusGroupManufacturedHousingIndustryDailyBusinessNewsMHProNews

The very fact that MHProNews and our sister site takes on controversial issues is part of what has given us credibility and influence with others.

Most of these searches are from a mobile search, as Google has often said that Mobile searches are rising, or dominant. Research in 2016 said mobile was at 50-60 percent of searches being done then, and was rising. BTW, this article is being drafted on a mobile device.

The point is that none of the industry sites came up on these searches, meanwhile, our work did on page one of Google.

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Do you ever compete against Clayton Homes? Would you like to score (rank) well in a search results where you are competing against Clayton Homes? We know how, it doesn’t work every time, but it works plenty often, as these examples demonstrate.

There are numerous topics where our articles are page one, top of fold.

The same can be said for those doing videos searches.

We’ve invested nearly a decade in developing these two trade media platforms. MHLivingNews.com and MHProNews.com will not be easily replaced or supplanted unless there is massive spending by someone willing to buy traffic.  Until that happens, we’re a dominating force in manufactured housing news.

Which means our clients routinely get lower cost, better ORGANIC search and service results.  We won’t teach competitors the secret sauce, but its legit and works. It is common sense that you want to have good news about your location.  We know how that’s done, and deliver that for our clients on a routine basis.  We can do so in a variety of ways.  When you are ready to do more, let us know. 

Closing thought, which was the opening thought. That marketer, who does a good job for their operation, is right. The shakeup of Facebook, looming problems for Google and others could spell opportunities in disguise for those who want to do ORGANIC search results, instead of paid ads on Google and Facebook, etc. Again, give us a message or call when you’re ready to learn more or take the next step.  Odds are good, you’ll be glad you did. ## (Marketing, sales, management, media engagement, tips and strategies.)

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Related Reports:

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

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Ph. 863-213-4090.

“Scientia Potentia Est” Monday Morning Sales Meeting

February 12th, 2018 Comments off

ScientiaPotentiaEstKnowledgeIsPowerKnowledgeisPotentialPowerMondayMorningSalesMeeting

Scientia potentia est,” is a maxim from Latin translated as ‘knowledge is power,’ or ‘knowledge is potential power.’ In the 7 Habits of Highly Successful People, one of those 7 habits is ‘seek first to understand, then to be understood.’

 

Understanding and knowledge, these are widely understood as critical for professional success.

Knowledge knows no political or other bias. I’m as happy to learn from someone who thinks differently than one who believed every single thing the same as I do. Facts matter. Your biggest competitor or enemy may know something you need to know.

That said, truths are also eternal. Some claim ethics can change; that’s nonsense. People may ignore or keep ethical principles, but truths such as honesty, integrity, keeping one’s word, etc. – those are timeless and necessary in a sustainable business.

That said, several weeks ago, we had a post where rivals POTUS Donald Trump and Warren Buffett agreed on a principle. What is their success tip?  It pays to know all that you can about your profession, or a subject that impacts your career or business.  The two are opposing forces in politics today, but they agree on that point. Interesting, isn’t it?

If manufactured or modular housing is your career, it pays to know all that you can about it.  That kind of knowledge does evolve, but ethical professional principles are still eternal.

ItsUnbelievableHowMuchYouDontKnowAboutGameYouveBeenPlayingAllYourLifeMickeyMantleBaseballHallFameMastheadManufacturedHousingIndustryCommentaryMHProNews

What hall of famer Mickey Mantle said about baseball applies to manufactured housing too.

But if you did one thing that would transform your profession and success, what would it be? More knowledge. Scientia potentia est.An ever deeper understanding.  The willingness to learn, and keep on learning about your career and industry.

If you added to that another success principle, what would that be? In a word? Discipline.

It takes a balance of motivation, confidence, and humility to be sustainably successful. Knowledge with discipline are part of that process.

If you aren’t today where you want to be, guess what? Others before and after you have been at the same age and success (or lack thereof), and later turned their career or business around. For example, Colonel Sanders and Ray Kroc weren’t spring chickens when they found their niche.  But Kentucky Fried Chicken and McDonald’s are global brands today.

Kroc stumbled upon McDonald’s. He was open-minded enough, disciplined enough, to learn and do something similar, yet new to what he was doing before.

LATonyKovachPresenting%StateConvDeadwoodSDKenCorbinCommentManufacturedHousingIndustryEventDailyBusinessNewsMHProNews

 

Understanding the Manufactured Housing Industry Today

When I was younger I stumbled across the manufactured home industry. It wasn’t on my radar.  My then-new career began in the retail side of the business, but evolved over time.

But all that went before my new career in manufactured housing proved useful.  Time in as an award winner in the restaurant business, time as an award winning insurance agent, etc.

The manufactured home retailer I first worked for had nada as a training program. Zilch. Here are the keys, there’s the inventory price sheet, here are the credit aps, a receipt book for deposits, and your purchase agreement. Here are the keys to the houses. Maybe 3 minutes. “We take ups in a strict rotation,” and  “Go get ‘em tiger.”

So, I read and listened to all that I could about selling, especially big ticket sales.  I observed what others did, discerning what worked well, or avoided what went badly. When I discovered the MH Merchandiser Magazine, I read it and read it some more. All that I learned, day by day, was applied to manufactured housing.

 

“It’s the Man…”

My personal study, motivation, and grit set me apart from others hired at the same time. I sold quite a lot – writing up my very first prospect – and kept at it.  I was promoted quickly into a lot managers roll. That lot I was assigned to started to roll after my arrival there. The location was the same (no difference before or after my arrival), the inventory had the same brands and kinds of homes, no different inventory after I arrived than before. As a later mentor once explained to me, “It’s the Man, not the Land.”

Once you learn how to do X, then you look anew, and say, ‘how can that be refined until we achieve X plus 1, 3, 5, 10, etc…’

I left that first employer’s firm for another and then another. That third company taught me a few valuable lessons, which in hindsight seemed simple, but at the time, were pure gold.  Example, got a lot full of prospects?  Find the ones that “are ready, willing. and able to buy.

After a few years of managing for others, I was ready for my own business. It wasn’t a one-man band, others were involved. Because success is routinely a matter of team work, I like to use the expression “we” to describe that reality.

We opened at a terrible economic time, but we reasoned that good times or bad, people need affordable homes. So after a few weeks of initial struggles, prayer and persistence paid off.  3 cash buyers in one week, on top of the comparatively slower processing time on financed deals written, made the difference. Once the corner was turned, we never looked back, other than to give thanks.

When we’d recruit sales people, we looked for souls with no manufactured home background. Some had never worked outside of the home. We trained them in a simple yet profound system. In days, we could take a newcomer, and have a newbie selling as many homes in a month as some rival sales centers did with a team of seasoned sales veterans.  Ethics and principles, discipline and motivation all mattered. “Scientia potentia est.

While the system we developed adapted with technology, the basics are still the same. Others outside of the MH industry use a similar system. But other than those we’ve taught via our current consulting, recruiting, training and business development services, to this day, we not met anyone in MH doing something quite the same as what we do.

Simple yet robust. Happy customers, happy staff.  It works.

I’ve used that system in MH Communities and in MH Retail at locations we coached from border to border. It works.

But it all started with research, and study. “Scientia potentia est.

ProperPlanningUnderstandingMotivationDisciplineTimeTalentTreasureExecutionPreventsPoorPerformanceLATonyKovachManufacturedHomeMarketingSalesManagement

Your Turn?

Now, it’s your turn.

You can’t sustainably thrive in this industry without the qualities mentioned above of study, ethics, and discipline. Don’t get me wrong. I’ve been near locations over the years where con types sold a bunch of homes by ‘jigging’ deals, and lying through their teeth to customers.

For example, I recall a developer in Texas who sold a bunch of homes like that (i.e: unethically), using FHA loans. All the talk in Texas at the time was how those guys were making a bunch of money. Only one problem. In time, he and others ended up getting charged with violations of federal law, and where sentenced – 5 to 10 in a federal pen.

Was it worth it, what they did, and how it ended up?

Clearly, not.

You don’t have to lie, cheat, or mislead people to sell a lot of homes. Quite the opposite is true.  You want honesty, that attracts good, well qualified buyers, who will send their friends.

I’ve toured offices were people had bibles on their desks – when that bible meant something to them. But in other offices I’ve visited, where a bible was a mere prop as part of their con. The same could be said about those who wear a cross, etc.

There are some who never wear or have any obvious outward sign of faith or morals, but who were so clear moved by their faith to do what’s right, that a neon sign could not have made it any more clear.  It wasn’t words, it was their deeds that were powerfully inescapable.

That sales center I owned never had a single retail customer’s attorney call, much less a law suit.  We did what we said we’d do, and documented everything promised.  We became #76 in the nation, the top 1./2 of 1 percent, per third parties, only 3 years after it was opened. At the time there were 10,000 retailers in the country. We were based in a fairly small town of 4,500 souls, about an hour’s drive into the biggest city. There were some big names in the industry that came to say they wanted to back an expansion of our operation into other states and locations. Lenders told us our repo rate was lower than competitors (I didn’t know until that lender said that to me, that lenders tracked a retailers or communities repossessions rates).

That retail center (dealership, in those days) was profitably sold instead of expanding as others wanted me to do. I moved onto consulting, spent some time doing RVs and trade shows, but always circled back to manufactured housing. We’d contract out management to a location, hands-on, not just coaching. There were boat loads learned from each of those other experiences.

At my retail center, we hit 30 sales one summer month, at a time when 80 percent of the other retailers in the same state folded up. “Its the man, and the plan, not the land.” We did even better with some of our better equipped clients. Later, as noted above, I worked with land lease manufactured home communities, long before others saw that pattern about to rise.

Each – retail center or communities – can have their own benefits.

standing-room-only-2014-louisville-manufactured-housing-show-seminar-room-masthead-blog-mhpronews-com-

Standing Room Only presentations by L. A. “Tony” Kovach.

The overarching point of the above is that reading, learning, experience, ethics, were all foundational.

You can’t possibly achieve your potential in this industry without devoting a heavy dose of reading and the right kind of viewing.

Professional coaching helps, because it gives you new eyes that can quickly spot what is working well, and objectively sees what needs improvement. We all need doctors, attorneys, tax advisers, etc. Consultants are just as useful, if not more so, because the right consultant can grow your bottom line with more happy customers. Our success to failure rate is extraordinary, so the ROI is good. By the way, the success rate we’ve learned is predicated on a simple principle.  Will you and your team listen, learn, and apply what your taught?  Our MH system simply works, every time it is used. Period.

We disagree with Mr. Buffett and his political or some of business methods, as many of our readers know. But he’s 100 percent correct on the value of reading, research, and study. That’s priceless. “Scientia potentia est.

Buffett’s also correct that knowledge is how you reduce risks.

 

Success in MHVille Today…

Louisville-2014-manufactured-home-show-seminars-standing-room-only-204x129

Standing room only presentations by L. A. ‘Tony’ Kovach.

You can’t possibly navigate the manufactured home industry today without understanding how it really ticks. I’ve spoken personally with those who’ve experienced the kinds of tactics we’ve reported on in articles like the second one linked below.

Invest one day, not an hour, a day, in reading not just the original posts linked below, but each of the links from the post. Watch that Kevin Clayton video interview first, then do the reading.  Once you finish the reading, watch that Kevin Clayton video again. Do this on an evening, a weekend, or other day off. You must be focused, so you don’t want to be distracted.

Warren Buffett is right about this too.  Most won’t invest the time.  That means that those who do, benefit, while others miss out.

You can’t achieve your potential, even in the best of systems, when you don’t fully understand your industry. Read the first article and the linked state association letter.  It may not seem to have anything to do with sales, but it has everything to do with understanding how the industry works today.

 

State Associations, Companies Quit Membership in Manufactured Housing Institute, (MHI), One Explains in Writing, ‘Why?’

 

Then read the following post, and please do so in the following fashion.

 

Was the Urban Institute Misled, Duped, or Part of a Manufactured Housing Industry Scam?

 

  • Watch the Kevin Clayton video, and take notes.
  • Then read the related articles, and take notes.
  • Then watch that Clayton video, one more time, taking more notes.
  • Then, re-read the letter from that association that quit MHI.

Do those things, take a fresh look at the industry around you.  Odds are really good that your understanding of manufactured housing will likely change forever.

Do that, and your ability to profit and obtain sustainable success with ethics held high in this industry will likely change forever too.

Scentia Potentia Est. Knowledge is potential power. The potential once tapped, with discipline and ethics simply works. ## (Marketing, sales, management, coaching, consulting, training, tips.)

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Self-Eval, Team Performance Evaluation – Manufactured Housing’s Monday Morning Sales Meeting

January 29th, 2018 Comments off

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There are some retail and community locations that are a true ‘one-man band,’ where manufactured home sales (and/or leases) are performed by a single person, and everything else is contacted out.

Then there are the more common locations where a team of professionals are at work.

 

Both types of locations – single person, or a multi-person team – have a need for objective assessments; otherwise known as performance evaluations.

One of the most common complaints heard from sales professionals in our industry nationally is this.  “We need more good leads.”

The emphasis is on the word, “good.”  It’s one way of saying, yeah, we get internet leads, call-ins and walk-ins all right.  But there are not enough good prospects.’

When you dig deeper, probing those statements with questions, one discovers that the sales professional:

  • may not be doing a great job on following up on most leads,
  • may not be doing a great job on qualifying those leads that he or she gets,
  • may be spending a lot of time (often, most time on the job) doing non-productive activities with respect to sales – meaning time wasters that fail to develop more sales,
  • CRM is not present, or is used hit-and-miss,
  • that the professional’s candid definition for “a good lead” amounts to someone that walks in the door, and is begging to be written up, and just happens to have good credit and the down payment or cash,

and the list could go on.

There are many elements to having a successful sales professional. Periodic evaluations are an important tool to making sure that the standards that your firm has are being met.

Beginning with having the proper motivation and attitude, are questions that an owner, executive, or manager must answer about every team, and each location.  These must be ‘the cold, hard, sometimes brutal facts,’ not a white wash or a feel good.

There are numerous evaluation systems and services (including those services performed by our own factory-built home industry’s services firm).

If you are in do-it-yourself mode, begin with this.

1)    Look at your market.  See how what population base you have within your targeted trade area.

2)    How good a job are you/your team doing at generating leads from qualified housing seekers?

3)    Do you/your team have the ability or a system to take a housing shopper, who may not yet be considering a manufactured home (MH), and create interest in the MH product?

4)    Are you depending on luck, or do you have a plan that is being measured, analyzed and truly adhered to, including performance evaluations?

An ongoing problem in the factory-built home industry at large is that expectations are often too low. Those expectations are based upon How many leads or walk-ins occur, rather than setting a higher standard that asks – how do we get more of the residential housing market to consider doing business with us, here?

Reality Checks

Numerous industry pros agree that 500,000 or more new home sales a year are possible.  Accepting that premise, if the industry finished 2017 with 92,000 (+/-) new home sales, that means that the average sales location could grow by over 500 percent.

What Zillow and other third-party research reveals is that only a tiny fraction of those looking for housing even consider a manufactured home.

A Look at Today’s Home Buyer, Analyzing Zillow’s Consumer Housing Trends Report

What MHVillage statistics reveal is that only a tiny fraction of those who consider a manufactured home are buying.

Facts Matter! Improving Your Manufactured Home Location(s) Conversion Ratios, Monday Morning Sales Meeting

Then, what an honest evaluation of many locations reveals is that there is a:

  • lack of standards,
  • discipline, and
  • education/training,
  • motivation,
  • in short – systems that routinely result in sales to customers who end up very satisfied and will refer other customers.

Opportunities in Disguise

All of the above are wake-up calls.

All of these are problems that are actually opportunities in disguise.

A recent caller asked about opening a new location.  After a few minutes of discussion, it was easily determined that their current location was far from being as productive as it could be.  Why not save a bundle, and improve your current performance?  Once the current location is humming, then and only then consider adding an additional office/sales center.

Assessments

Your:

  • office,
  • model homes,
  • if you are a community or development – the curb appeal,
  • website,
  • other marketing efforts,
  • and most important of all – your people and yourself – are all among the what needs to be evaluated routinely and their performance needs to be assessed.

You can only manage what you measure.

CoachingAdvisingTrainingSkillsMotivationDevelopmentWordCloudHandMarkingSalesManageemntConsultingDailyBusinessNewsMHProNewsIf you aren’t objectively assessing all of the above, including your people, the odds are excellent that you’re missing out on dozens of possible sold customers monthly in a typical market area.

It is almost certain, based upon national numbers and experience, that your location could increase sales by several hundred percent in a profitable, sustainable fashion.  Again, if the industry could do 500,000 vs. 92k annually, that implies growth potential that is over 5x the current level.

When you realize that over 8 million new housing units are needed nationally, that means that dozens to thousands of new housing units are needed in the market area.

Those who are exceeding the industry’s average growth rate are doing exactly that – they’re taking a new look with fresh eyes at what’s possible.

Have the wisdom and courage to take that new look at what’s wrong and what right, and then allow the facts to guide you into making the needed adjustments that better allows you to meet those housing needs in your market(s).

Do the Math

You do the math on what X number of more home sales monthly can mean for your bottom line.

When you realize what is being lost, it often becomes easy to justify the investment in having a third party evaluate, and then coach, recruit and train as needed. To learn more, click here. ## (Business and professional development, marketing, sales, and management.)

NOTICE: for professional business development, training, coaching and other consulting services tailored for manufactured home retailers, communities, investors, producers…click here.

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SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for MHProNews.com.

Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.